Executive Certificate
MUST - Management d’une Unité Stratégique - Paris
- Paris – Jouy-en-Josas Campus
- Jun 08 2026
- 12 days
- French
- 17900 €*
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Executive Certificate
Performance financière et Stratégie commerciale Performance financière et Stratégie commerciale
Developing the performance of a Business Unit requires mastering market dynamics, commercial mechanisms, and the financial balances that underpin value creation.
In a rapidly evolving competitive environment, leadership teams must be able to connect strategic choices, sales organisation, negotiation practices, and financial constraints in order to achieve growth that is both profitable and sustainable. This programme offers an integrated approach to commercial strategy and financial performance, combining insights from marketing, sales, and finance. It focuses on structuring commercial activities, negotiation, and the definition and implementation of a coherent marketing strategy, as well as on managing profitability, investment decisions, and the financing of growth. Structured around two days dedicated to marketing and two days to finance, the module provides a cross-functional view of Business Unit performance: how to create and capture value in the marketplace, and how to finance it to ensure sustainable growth.
Place(s):
Paris – Jouy-en-Josas Campus
Duration:
4 days
Format:
In-class
Next start(s):
Jul 06 2026
Language(s):
French
Cost:
6 100 €*
Objectives
- Size and develop commercial and marketing activities while integrating principles of sustainable marketing and evolving customer expectations.
- Negotiate with customers and commercial partners by optimising both value-sharing processes (so-called distributive techniques) and value-creation processes (so-called collaborative techniques).
- Design and implement a coherent and responsible marketing strategy, based on qualitative and quantitative analysis of market data and customer behaviours.
- Read and interpret key financial statements to assess the profitability, returns, and economic dynamics of a Business Unit.
- Identify growth financing needs and understand the different available levers (self-financing, cash flow, debt, and equity).
- Assess the profitability of an investment and build a business plan.
Program
- The role of the sales function within the executive committee
- Commercial principles of value creation and value sharing.
- Sales organisation and business development.
- Professional and collaborative negotiation.
- Sustainable marketing and corporate responsibility.
- Qualitative and quantitative analysis of market data and customer behaviour.
- Designing and implementing a marketing strategy.
- Marketing and sales performance: key indicators.
- Profitability: income statement, margins, and key ratios.
- Returns: ROCE, ROE, working capital requirements, cost of capital.
- Cash management, cash flow, and financing needs.
- Internal and external financing of growth.
- Investment profitability: discounting and IRR.
- Valuation: assumptions, intangible assets, and cash flows.
- Business plan: structure, assumptions, and communication with stakeholders.
Capitalization
This Executive Short Program is eligible for capitalization towards the Executive certificate MUST - Management d’une Unité Stratégique
Profile
Who is this program for? Is it right for you?
Participant Profile
This program is designed for current and future leaders of strategic business units, as well as functional directors and members of executive committees (Sales Director, Marketing Director, Chief Financial Officer, HR Director, CIO, Operations Directors, etc.).
Prerequisites and Admission Criteria
The program is designed for executives, senior managers, and functional or operational leaders with a minimum of five years of professional experience.
Faculty
Frédéric LEROY
Affiliate Professor, Strategy and Business Policy
To step into the shoes of Indra Nooyi, Bill Gates, Xavier Niel, Jean-Pascal Tricoire, or Isabelle Kocher! More seriously, this training will help you conduct a strategic analysis, understand your competitive environment, craft a relevant strategy for your company, and perhaps even create strategic innovations. All this while ensuring the successful deployment of your strategy within your organization and engaging your employees!
Learning methods & evaluations
Pédagogy : TThe program strengthens and develops a cross-functional perspective on the key capabilities required to lead or contribute to the leadership of a Business Unit, with a constant entrepreneurial mindset.
Evaluation: Case analysis: identification of strategic issues and proposal of recommendations.
Registration
Would you like to register? We invite you to:
1. Complete your registration form on our platform by clicking the button below. It will only take a few minutes.
Registration
2. You will receive a response within 7 days of submitting your application.
This program is accessible for people with disabilities. Please contact us if you have any specific requirements or to obtain the Public Accessibility Register.
Tuition Fees and Funding
The program fee includes tuition and meal costs during training hours (lunch and breaks).
Not included: Dinners (except in specific cases), transportation costs, and accommodation costs (except in specific cases).
Funding Options: Depending on your profile and chosen program, several solutions may be available to you. Visit our funding section for more information.
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*Net price, as HEC Paris is not subject to VAT. The prices indicated may vary depending on the intake dates. When multiple starting dates are available, the price shown corresponds to the first date listed. Program, faculty and course content are also subject to change.
CHRISTINE COLLONGUES
Program Advisor Management & Strategy
collongues@hec.fr
